O2 wins Best Sponsorship of the last 25 years

O2 today celebrates scooping the Silver Award for the Best Sponsorship of the Last 25 Years, sponsored by CSM Live, for The O2 and its partnership with AEG at the 2019 UK Sponsorship Awards. The prestigious award follows a public vote on 10 shortlisted ground-breaking partnerships, with the top five campaigns making the final shortlist. Recognising innovation, creativity and brand impact the award was presented to O2 at the Gala Dinner at the London Marriott Hotel Grosvenor Square.

The relationship dates back to 2005 when O2 and AEG agreed a landmark deal to turn the Millennium Dome into The O2. One of the first naming rights deals of its kind, the partnership set the industry benchmark for live entertainment. Since first opening its doors to the public in 2007, the iconic London venue has been named Pollstar ‘International Venue of the Year’ ten times.

To date over 70 million people have visited The O2 and almost 25 million tickets have been sold for shows ranging from music to sport to live entertainment. Over the past twelve years, the venue has hosted some of the world’s biggest stars and events from Beyoncé to The Rolling Stones, the BRITs to Peter Kay and World Championship Boxing to the Nitto ATP Finals.

Gareth Griffiths, Head of Sponsorship at O2, said: “We are delighted to receive this recognition from the sponsorship industry who shortlisted, and the public who voted, for The O2. Since launching in 2007 our brilliant partnership with AEG has created millions of unforgettable live experiences under our world-famous roof, with Priority putting O2 customers at the heart of all we do. Embracing new technology The O2 is now the home of our 5G test bed and we’re really excited to explore what the future holds. Thank you to everyone at AEG for all you do at The O2, we couldn’t do any of this without you. We’re just getting started!”

Paul Samuels, Executive Vice President, AEG Global Partnerships, said: “As part of the team who negotiated the original deal in 2005 when working for O2, this is one of the biggest highlights in my career so far. Over the past 12 years, AEG has worked tirelessly in partnership with O2 to create the world’s most popular music and entertainment destination. This partnership is so much more than just a naming rights deal. It’s a successful collaboration of likeminded brands with a shared vision for delivering the best in customer experience and benefits. I would personally like to thank O2 for all their work in helping us to be the best at what we do and I look forward to collaborating and innovating with them for years to come.”

In addition to the arena, The O2 is also home to indigo at The O2, a live performance space; Up at The O2, a guided walk across the tented roof; ICON Outlet, London’s new premium outlet shopping destination; a vast multi-screen Cineworld complex; the 12-lane boutique Hollywood Bowl; an Oxygen Freejumping trampoline park; The Avenue, which features 26 bars and restaurants and ‘Mamma Mia! The Party’, an immersive theatrical and dining experience opening in summer 2019.